The promotion mix is the blend of different methods and tools of communication you use in presenting your company, products or services to target customers. Effective promotion is a key component of the marketing mix, as it is the element that helps you attract customers, persuade them to buy, and generate loyalty.

Four P's

Promotion is one of the four primary strategic components of the marketing mix, often called the "4 P's." Essentially, the role of the promotion mix is to create synergy with the other three elements -- product, place and pricing -- such that you optimize your company's customer and profit potential. Promotion brings together the strengths of your product, its availability, and the fairness of your benefits at a particular price.

Elements

The promotion mix is broad, but generally includes techniques in three broad areas: advertising, public relations and personal selling. Advertising is often the most expensive part of promotion, as it includes paid messages delivered through media such as television, radio, newspapers, magazines, billboards and the Internet. Public relations includes efforts to promote goodwill through media exposure, press conferences, news announcements and community involvement. Personal selling is more interactive and is common when you sell complex or expensive products that require more assertive persuasion.

Objectives

The types of methods and tactics you use in your promotion mix normally correlate with your communication objectives. New companies typically use promotion to create awareness about their company or products. Once a company or product is established, much of promotion centers on promoting strong benefits and value to target customers. Motivating buyer intent and maintaining connections with loyal customers are ongoing activities for accomplished brands.

Sales Promotion

While much of the promotion mix centers on long-term communication, sales promotions are a specific strategy used when you want to generate immediate traffic, revenue or cash flow. This is common for new companies or companies in highly competitive industries trying to lure customers. Overuse of sales promotions can restrict profit that you may earn by being patient with higher prices. You can also instill a strong price orientation in customers' minds.

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About the Author

Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. He has been a college marketing professor since 2004. Kokemuller has additional professional experience in marketing, retail and small business. He holds a Master of Business Administration from Iowa State University.

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Kokemuller, Neil. "Role of a Promotion Mix." Small Business - Chron.com, http://smallbusiness.chron.com/role-promotion-mix-61417.html. Accessed 14 August 2018.

Kokemuller, Neil. (n.d.). Role of a Promotion Mix. Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/role-promotion-mix-61417.html